By Ian Carless
Ian Carless | Founder & Executive Producer, W4 Podcast Studio
The debate over whether to add video to a podcast is bit like pineapple on pizza - some people swear by it, while others think it’s a travesty.
In the world of podcasting, ‘video’ has become the hot new trend, but is it really necessary or are we just making things harder for ourselves? After all, podcasts have always been about audio - the storytelling, the intimacy, the ability to consume content while doing other things. So, do we really need to start worrying about camera angles and good lighting?
James Cridland, editor of Podnews and one of the most respected voices in the industry, is hugely skeptical. “A podcast is an audio-first medium,” he says, making it clear that adding video could take away from what makes podcasting so special. And he’s right. One of the biggest advantages of audio has, is its accessibility - people can listen anywhere, anytime, without needing to sit down and watch a screen. The moment you add a visual component, you’re changing the entire experience. It’s no longer something people can enjoy passively, i.e. while driving or at the gym. Now they have to sit down and watch you talk, and let’s be honest - the large majority of podcastsers are never going to be contending for an Emmy!
Then there’s the production side of things. Anyone who’s ever made a podcast knows that getting great audio is already a challenge. A decent microphone, a suitable place to record and knowledge of post-production are all required to make a polished and professional podcast. But the moment you introduce video, you’re opening Pandora’s box. Now you’re dealing with cameras, lighting, set design and editing. “It’s no longer just about having a microphone and a good conversation,” Cridland points out. “Now you’ve got to worry about how you look, the background, and whether the audiences internet connection can handle a high-quality video stream.” For independent podcasters, that’s a lot of extra work for something that might not even add much value.
““Video podcasts are just cheap television,””
And let’s not forget the biggest question of all—do people actually want to watch podcasts? Sure, Joe Rogan makes it work, however most of us aren’t Joe Rogan (and frankly, that’s a good thing). But who actually sits through 2 hours of Joe Rogan? Spolier alert - not very many according to the research. But does that mean everyone else should follow their lead? Cridland has a pretty blunt take on this: “Video podcasts are just cheap television,” he says. And when you think about it, he’s not wrong. If all you’re doing is pointing a camera at two people sitting in front of microphones, is that really great content - or are you just diluting what could be a really engaging podcast?
And what about narrative-driven podcasts? Many of the most successful history and investigative podcasts thrive because they are audio-only. Shows like Serial, You Must Remember This, or Dan Carlin’s Hardcore History immerse the listener in a story, using carefully crafted sound design and narration to paint a picture in the mind. If these were turned into video podcasts, they would no longer be podcasts—they’d be documentaries. And that’s a completely different genre, one that belongs on Discovery or Netflix, not on a podcast feed. The power of these shows comes from the way they engage the listener’s imagination, not from flashy visuals or dramatic reenactments.
As someone who spent over 25 years in television and later branded content production, for me there’s a clear distinction. Podcasts and YouTube videos serve very different purposes. YouTube content is designed to be visually stimulating, with quick cuts, graphics, and high-energy editing. Podcasts, on the other hand, are meant to be immersive, allowing listeners to focus on the conversation without visual distractions. “Most podcasts aren’t made for video. They’re made for listening. When you put that same content on YouTube, people expect something different,” Cridland explains. And he’s right - what have you really achived by pointing a camera at someone on a podcast? At best a low budget a low-budget talk show albeit with none of the high production quality or celebrity guests of say, Graham Norton! And at worst, something completely unwatchable.
““Most podcasts aren’t made for video. They’re made for listening. When you put that same content on YouTube, people expect something different.””
And here’s another factor that’s often overlooked - video isn’t the same experience for everyone. Cridland points out that video can be a very different challenge for women in podcasting. “Men can just roll out of bed, throw on a T-shirt, and record,” he says. “For many women, there’s a different level of expectation about appearance.” And he’s right. Women in media often face more scrutiny about how they look, what they wear, and whether they appear “camera-ready.” That’s an added layer of pressure that simply doesn’t exist in an audio-only world. For some podcasters, avoiding video isn’t just about keeping things simple - it’s about keeping the focus where it belongs: on the content, not on how someone looks delivering it.
Discoverability is another major issue. Some argue that putting a podcast on YouTube helps attract new listeners, but the reality is more complicated. YouTube and social media thrive on fast-paced, visually engaging content. If your podcast isn’t optimized for that format, it’s unlikely to get much traction. Meanwhile, the podcast ecosystem is already structured around audio platforms like Spotify and Apple Podcasts - places where listeners actually go looking for spoken-word content. So why force a podcast into a format that doesn’t naturally suit it?
There’s also the financial aspect. Video production isn’t cheap. A podcast can be recorded in a home office with minimal equipment, but good video requires a professional setup. Sure, if a podcast is already profitable, then maybe it makes sense to invest in video. But for most independent creators, the extra cost and effort probably isn’t worth it. “If you’re already stretched thin just making a great podcast, why add more to your plate?” Cridland asks. “Focus on making the best audio experience first.”
To be fair, video does have some benefits. Short, engaging clips from a podcast can work well on social media to grab attention and promote episodes. But does that mean you should turn your entire podcast into a YouTube show? Not necessarily. We see this firsthand with the podcasts we produce at W4 Podcast Studio, such as EventNewsDXB and THEOS Cybernova. Both are audio-only, and their audiences seem to prefer them that way. To date, nobody has ever written in asking, “Hey, could you make this harder to consume by forcing me to watch it? And to do so, would change the entire dynamic, adding unnecessary complexity without necessarily enhancing the experience.
At the end of the day, podcasting is an audio medium and that’s where its power lies. So before you invest in a ring light and start worrying about which is your ‘best side’, ask yourself: is this really a necessary addition or are we just making “cheap television” instead of a great podcast?
Maybe instead of trying to turn podcasts into something they’re not, we should double down on what makes them great in the first place.
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